The Hindu Business Line : Marvel Entertainment, First Serve Toonz join hands for animated series

THE New York Stock Exchange (NYSE)-listed Marvel Entertainment, a global entertainment and licensing company, has announced a tie-up with First Serve Toonz (FST), an Indian animation company, to co-produce an animated television series.

To be based on Marvel's renowned X-Men character franchise, the series will be centred primarily on the popular `Wolverine' character, said Mr P. Jayakumar, Chief Executive Officer, Toonz Animation India.

This Technopark-based animation company is the joint venture partner of First Serve International promoted by tennis legend-turned-entrepreneur Vijay Amritraj in First Serve Toonz.

The X-Men franchise brings a range of themes of a character that appeal to global audiences, said Mr Jayakumar.

Under the terms of the agreement, FST, which operates its studios in India, will begin pre-production immediately on 26 episodes in a 2D-3D combination of characters and background.

The initial episodes are expected to be ready for worldwide distribution by summer of 2007.

FST will not only produce but, in combination with Marvel, will also oversee the creative direction of the series.

International TV and DVD distribution will be managed by FST whereas Marvel will retain distribution rights for the US.

The agreement is modelled on a similar one with France's Antefilms Productions for a Fantastic Four animated series.

Mr Avi Arad, Chairman and Chief Executive Officer, Marvel, and Mr Ed Borgerding, Chief Executive Officer, FST, announced the specifics of the deal.

X-Men is one of Marvel's crown jewels, and it makes sense to focus on the Wolverine character for Marvel's second animation project, Mr Arad said.

FST views this as an opportunity as a unique privilege and as an exciting prospect, said Mr Borgerding.

Mr Vijay Amritraj said he was eager to get Marvel to consider India as a strategic animation production base for its super heroes.

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